A technology company, market leader in the Netherlands, is building a transparent construction sector with a SaaS platform connecting general contractors, subcontractors, and suppliers. The platform manages the full procurement workflow, from tender to subcontractor selection. Core markets are the Netherlands and Belgium, with active expansion into Germany and Denmark. This role is crucial for the go-to-market strategy in Belgium, Germany, and Denmark.
You will be the practical strategist who decides how positioning, campaigns, and product launches need to be adapted for each market to drive conversion and business growth. You will sit at the intersection of product marketing and growth marketing, translating central playbooks into market-specific strategies and feeding local insights back. You will also open commercial doors by identifying trade associations, industry institutes, and government bodies to make the organization known in a market.
Localization involves both business development and stakeholder work for general contractors, as well as adapting the self-service flow (signup process, landing pages, pricing, in-app onboarding) for subcontractors. You will report to the Head of Marketing and work closely with Product Marketing, Growth Marketing, Customer Marketing, Brand Marketing, and local sales teams.
What you do
Market localization & positioning.
- Adapt core product positioning, campaigns, and content for Belgium, Germany, and Denmark, accounting for communication style, business culture, terminology, and buying behavior.
- Localize the self-service signup and onboarding funnel for each new market: landing pages, pricing presentation, in-app copy.
- Adapt international brand and messaging guidelines for local cultural fit, market by market.
Regional GTM strategy & campaign execution.
- Turn central campaign strategy into market-specific tactics, e.g., in-person events and seminars or digital-led campaigns.
- Work with the Growth Marketing team so regional campaigns roll into the same reporting and attribution model as the rest of the funnel.
Business development & market entry.
- Identify and build relationships with the trade associations, industry institutes, and government or procurement bodies relevant to construction in each market.
- Own regional marketing budget proposals and execution.
Product launch localization.
- Partner with Product Marketing to localize go-to-market plans for new features and packages.
- Feed local market insight, such as competitor moves, buyer behavior, digital adoption trends, back into product marketing and roadmap discussions.
AI-assisted scaling.
- Use AI tools for content generation and localization at scale, while owning the cultural and strategic judgment calls the technology cannot make.
What they ask
- 5–7 years in B2B marketing with a track record in localization, regional marketing, or international market development.
- Deep cultural fluency in at least two of our growth markets (Belgium, Germany, Denmark), with working English plus at least one of German or Danish. Dutch is a plus.
- A demonstrated ability to adapt product marketing and go-to-market plans for regional audiences — not just translate them.
- Comfort building market-entry strategy and stakeholder relationships from a blank page, with a hands-on execution style, aligning strategy, tactics, execution, and performance tracking.
Preferences.
- Background in or affinity with construction, manufacturing, or industrial B2B sectors.
- Working experience with AI tools for content creation and localization as a core part of your workflow.
- Familiarity with source-to-contract, procurement, or B2B platform businesses.
- Basic familiarity with self-service or product-led growth funnels.
Practical
Success in your first year includes:
- A localized go-to-market playbook live for at least one new market, with measurable campaign output.
- At least three named commercial stakeholder relationships actively contributing to market presence.
- One product launch executed with full local adaptation across all four markets.
- Subcontractor signup and activation in at least one new market at parity with the Netherlands benchmark.
- Choice of your own hardware (Windows, Mac, Linux).
- Option to work both at home and at the office.
- Home working allowance (€75 net per month if working from home full-time).
- Free lunch at the office.
- Flat organization with short lines of communication.
- Regular fun outings, team days, speakers, and workshops.
How to apply
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